Strategies
One-to-one marketing refers to marketing strategies applied directly to a specific consumer. Having a knowledge of the consumer's preferences enables suggesting specific products and promotions to each consumer. One-to-one marketing is based in four main steps in order to fulfill its goals: identify, differentiate, interact and customize.
Identify: In this stage the major concern is to get to know the customers of a company, to collect reliable data about their preferences and how their needs can best be satisfied.
Differentiate: To get to distinguish the customers in terms of their lifetime value to the company, to know them by their priorities in terms of their needs and segment them into more restricted groups.
Interact: In this phase it is needed to know by which communication channel and by what means contact with the client is best made. It is necessary to get the customer's attention by engaging with him in ways that are known as being the ones that he enjoys the most.
Customize: It is needed to personalize the product or service to the customer individually. The knowledge that a company has about a customer needs to be put into practice and the information held has to be taken into account in order to be able to give the client exactly what he wants.
Examples of companies that have made use of these techniques in order to persuade their clients:
- Market America;
- Dell Computers;
- Smart Cars;
- mi adidas
- NikeID;
- Amazon.com;
- Sonae Distribuição (Modelo Continente SGPS).
- Printable Technologies
Read more about this topic: Personalized Marketing
Famous quotes containing the word strategies:
“By intervening in the Vietnamese struggle the United States was attempting to fit its global strategies into a world of hillocks and hamlets, to reduce its majestic concerns for the containment of communism and the security of the Free World to a dimension where governments rose and fell as a result of arguments between two colonels’ wives.”
—Frances Fitzgerald (b. 1940)